Archive of Market and Social Research

A unique view of modern British history through market and social research surveys, reports and papers

DIGITAL • SEARCHABLE • FREE

Short cuts:

FOR ACADEMICS AND RESEARCHERS

FOR SCHOOLS AND COLLEGES

FOR MARKET RESEARCH
AND INSIGHT PROFESSIONALS

ACCESS THE ARCHIVE

Visit our fully digitised and searchable Archive,
containing 10,000+ documents, books, videos and audio

PUBLICATIONS

The AMSR publishes a series of books drawing on the
Archive’s rich material. Click here to browse, buy or download.

IN-DEPTH ESSAYS FROM THE ARCHIVE

In addition to more than 70 stories from the Archive, we offer deeper dives to inspire you to look further. Click here to browse or search.

Stories from post-war to present-day

Have British attitudes to the environment changed?

An October 2020 poll by YouGov found that 67% of the British public...

Are cricket fans bowled over by new formats?

An Ashes series between England and Australia is for many cricket...

Platinum Jubilee – have we always loved the royals?

Newspapers regularly report the affection that the majority of the...

How typical a wine drinker is Bridget Jones?

In the 2025 film Bridget Jones: Mad about the Boy the much-loved...

What happened to Margaret Thatcher’s dream of a share-owning public?

The 1980s in Britain was the decade of big privatisations. The Prime...

Are Boomers the biggest boozers?

The ‘Boomer’ generation are often claimed to be the nation’s...

Were decimalisation and metrication bad for shoppers?

In the 1970s, price inflation was at least as big a political...

How was Gallup International set up?

Those interested in the historical perspectives of the polling...

Is the Census a good thing?

With the census in England & Wales recently completed and having...

Does school choice matter to parents?

As our schools reassemble after the long summer break, we can look...

How far has vegetarianism come since 1990?

Vegetarianism has come a long way since the 1990s, as this...

Who won the washing powder wars?

Contained within the Archive is the story of the battle fought in...

Is our knowledge of Christianity in decline?

Survey research data makes it clear that our knowledge and practice of Christianity is in full decline.

Did market research save the Dulux sheep dog?

In the late fifties ICI was Britain’s only truly global conglomerate...

Have we changed in the last 50 years?

There is a massive number of old survey results from the last 50+...

TGI: how did we move from packet tea to tea bags?

The victory of a new product format: Packet Tea and Tea Bags. When...

Are upmarket consumers more likely to switch suppliers

The latest advice seems to be that, at present, it is unlikely to be...

Is the National Lottery retaining its popularity?

Kantar recently published TGI figures reporting that 65% of GB...

Do we like to be told what to do?

Any relaxations in lockdown restrictions, however cautious, shift...

Is sandwich culture on the rise?

To mark British Sandwich Week, 17-23 May, we have identified some...

Why invest in gold?

The World Gold Council’s Annual Review of 2017 asserts that there...

Is vinyl cool again?

Vinyl is cool again. Long-playing records, or LPs, have become a...

What does the MORI Misery Index tell us about the 1990s?

“In Britain and all across Europe there seems to be a rising tide of...

What are the lessons for Labour Leadership?

With the 2020 Labour leadership contest reaching towards its climax...

what was healthy living in 2017?

The MRS held a Seminar in February 2017 looking at health, fitness...

Is sexual harassment old news?

1992’s workforce knew very well what constituted sexual harassment. ...

What are the challenges of inequality?

While we live in an era dominated by post-Brexit politics and the...

Were budget expectations worse than reality in October 2024?

The leading polling organisations have not so far published any poll...

Do we want government control of our lives?

As we endure the long months of Covid-19, it is clear from recent...

How do you measure the mood of the nation?

Measuring the mood of the nation: with lives and livelihoods both...

What were we reading in 1956?

Geoff Wicken acquired a vintage readership survey report for AMSR....

Has corporal punishment of children been banished?

By parents: Britain is practically alone in Europe in not having...

Have football fans become more representative of the population?

Almost 30 years on from the launch of the Premier League in English...

What are the concerns around obesity?

An Autumn 1988 Survey Magazine article, now easily accessible in the...

How do we market in uncertain times?

Though the current recession looks like being the worst on record,...

Are shy voters a pollster’s nightmare?

The recent election of Joseph Biden to the White House has raised...

Are generational differences the fault line in Britain?

Generational differences are sometimes considered one of the fault...

Was the Cinzano ad campaign a win for the entire category?

Sometimes a TV campaign can have a positive effect on an entire...

US presidential elections: is the UK more interested in issues than personalities?

Recent US presidential elections have been extensively covered in...

Can airlines exploit changing holiday patterns?

One of the headline stories in the sector this year has been the...

TGI: how much has technology changed since the 1970s?

Televisions and telephones in the 1970s When TGI was first published...

Is it really good to talk?

For many people the telephone has been a great source of support...

What lessons can we learn from the last 50 years of General Elections?

With a general election likely to take place in 2024 it is worth...

Have attitudes to women in the workplace changed?

The Archive of Market and Social Research (AMSR) is collecting a...

Are consumers ready to splash out?

During lockdown, despite the loss of employment income for many,...

How popular were the royals 50 years ago?

Recent reports have commented on how the monarchy’s popularity has...

Is support for capital punishment growing?

Arguments against the death penalty had been advanced in the 1950s,...

How does Chrstmas 1969 compare to now?

A look at two Christmas related research findings published 46 years...

TGI: what did we eat in 1969?

Fishpaste, Rice Pudding, Yoghurt, Pasta Food usage reported by TGI...

What were we like in 1969-1972?

Among the most relevant uses of the material in the Archive of...

What is the right time to call time at the bar?

Because of Covid, pubs are now closing at 10pm, resulting in a...

Was sponsorship of the 1986 Football World Cup worthwhile?

At the1987 MRS Annual Conference, whose papers are stored in the...

What have we learnt about preventing hypothermia and winter mortality in the old and poor?

As winter approaches, with fuel bills and inflationary pressures...

Have we become less reliant on experts?

“People in this country have had enough of experts”, Michael Gove...

How have we changed since 1938?

Perhaps the earliest and most comprehensive measurement of British...

How have perceptions of contraception changed?

A report in the Autumn 1988 issue of Survey Magazine*, now freely...

The NHS: How have attitudes and expectations changed?

With the nation applauding from their doorsteps, it is clear that...

Is smoking in decline?

The decline in smoking in Britain has been happening for a long...

Fancy a holiday abroad?

Taking a holiday abroad at the moment carries risks that we couldn’t...

Have we witnessed the fall and rise of cinema?

As Warner Bros, one of the world’s leading film and entertainment...

How have our eating habits changed?

These days, any main street has a plethora of restaurants and cafes...

Have we always been unsure about Europe?

Teresa May’s tenure as UK Prime Minister was characterised by her...

How different are Millennials and Boomers?

Young adults’ concerns about debt are nothing new. Since the General...

Is the ‘MAMIL’ a new phenomenon?

The MAMIL may be a recently-minted humorous acronym for a certain...

Was The Good Life ahead of its time?

It’s not often that a TV sitcom changes the habits of millions. But...

Do sunshine breaks pile on the stress?

A recent (August 2023) survey for the Office of National Statistics...

Is hayfever on the rise?

Hayfever is far more prevalent than it used to be. Data held within...

Have attitudes to the environment changed?

The continuous consumer study TGI has asked for respondents’...

Are we any happier?

It’s not easy to move the happiness needle upwards. Thirty years of...

Is staying in our new reality?

Staying in is set to be our new reality, for however long it proves....

Can research help us understand loneliness?

For many, Valentine’s Day is an occasion for declarations of love....

Is binge drinking OK?

Most people disapprove of heavy drinking sessions, but there’s an...

Are we fit for the future?

As we hunker down, with most of us spending the majority of our time...

Did 9/11 rock the public’s economic confdence?

Written 20 years after the terrorist attacks on the World Trade...

How has Birds Eye continued to lead?

Much has changed in the convenience food sector. But by being alert...

Has politics become an inevitable part of sport?

When Emmanuel Macron announced the snap election back in June, IOC...

Has financing the BBC always been contentious?

Alternative funding methods for the BBC have been discussed for...

Browse all our stories

The Archive of Market and Social Research relies upon the generous support of our donors.

Major donors:

And with grateful thanks for the support of the following organisations:

A full list of our supporters can be found here.

ORAL HISTORIES

Recorded conversations with key figures

NEWS

Our news, case studies, newsletters and more

JOIN US

Support us, volunteer, get involved

THE AMSR HUB

Links to useful archives, resources and information.

ABOUT AMSR

Who we are, how we’re organised

USING THE ARCHIVE

How to get the best out of the AMSR

LATEST ADDITIONS

Check out most recent additions to the Archive

CONTRIBUTE

What to do if you have material that should be in the Archive

TESTIMONIALS

“An excellent resource for scholars in the humanities and social sciences, widening access to the workings and outputs of the polling industry in Britain.”

Dr Ben Clements

Associate Professor of Politics, Leicester University

“The AMSR is a much-needed resource for the research industry”

Jane Frost CBE

CEO, Market Research Society

“The Archive of Market and Social Research is a brilliant and under-sung resource of social history. You can see the history of everyday life unfolding before your eyes… Sometimes hilarious, always illuminating, AMSR gives you a glimpse of history in a state of emergence.”

Ben Highmore

Professor of Cultural Studies, University of Sussex

“Thanks to the AMSR archives, I have been able to add new and original research to my thesis”

Alice Naylor

AHRC/Science Museum Collaborative Doctoral Partnership student in Design History, Portsmouth University

“I’m a historian of food and drink, and have been looking at the growth of wine drinking. The AMSR has some great surveys and reports which have been so interesting and useful!”

Dr Stella Moss

Lecturer in Modern British History, Royal Holloway, University of London

“The Archive of Market and Social Research is a treasure trove for any contemporary British historian.”

Dr Marcus Collins

Reader in Contemporary History, Loughborough University

See more testimonials here